The Marketing Concept Syndrome

Abstract

The proliferation of various interpretations of the marketing concept suggests a lack of unanimity as to its meaning. This article outlines five definitional “schools” of the marketing concept.

Citation

Kaikati, J.G. and Nation, W.B. (1977), "The Marketing Concept Syndrome", Management Decision, Vol. 15 No. 2, pp. 231-241. https://doi.org/10.1108/eb001126